Marketing How To - Make Money with PRIMO Link and Social Media9th December 2016
With over 1.49 billion members worldwide, Facebook has more users than the population of China. There’s never been a better time or easier way to connect with a buying audience.
Facebook has proven to increase awareness and grow sales for small businesses. As with any marketing tactic, it’s important to define your objectives, set your budget, measure your results, test, and optimize.
When creating an ad, Facebook steps you through a simple four step process:
- Campaign: set objectives
- Ad Account: entering basic information
- Ad Set: define who you want to see your ads
- Ad: select your media and preview your work
Our guide offers practical advice to ensure you create advertising that converts into sales. We also decode the marketing jargon that can often get you frustrated and confused.
In addition to the information we offer here, Facebook has tips and suggestions built into ad creation platform that will answer common questions.
Your first step is a simple, select ‘Create Ad’ in the left navigation of your Facebook home page.
The left menu will be customized depending on your Facebook activity. Typically, the option to create an ad lives towards the bottom of the list.
It’s important to note that although, it’s recommended, you don’t need to have a Facebook page for your business to launch an ad. Having a Facebook page for your business will offer more choices when creating an ad.
Tip 1: Setting Objectives
A marketing objective is different from a marketing goal; it’s important to understand the difference:
The goal(s) you set are the result you wish to obtain, generate 25 leads, sell 50 units, or introduce a new product to 100 people examples of goals. Setting concrete steps to get to your goal, those are the objective(s).
Facebook advertising provide three key objectives to help you reach your goal, awareness, consideration, and conversion. Within these three are further layers.
To help grasp this concept, let’s use Julie, a jewelry designer as an example.
Julie has opened a new e-commerce website. Her goal is to sell $2,000 in merchandise per month.
She needs to tell people about her product, her first objective is to build awareness of her business. Julie chooses the conveniently named Brand Awareness category.
After successfully driving traffic to her new website Julie now moves into the consideration stage of the buying cycle. Julie differentiates her product from competitors by reminding visitors that her jewelry is handmade, something not found in the mall. Julie does this by creating a new ad, targeting the same audience and sending them to a destination off Facebook, her ‘about me’ section of her website (one of five options within the consideration category).
Now that Julie has successfully made her target audience aware of her business, and engaged them with a unique selling proposition, it’s time to get convert her them to buyers. She will now create an ad with the objective to drive sales.
When setting objectives, you may want to jump right to conversion, although for best results we recommend taking the time to move your prospects through the typical marketing funnel, starting with building awareness. Facebook ads are set up to do just that.
Once your objectives are set Facebook will prompt you to step two, Ad Account. This part of the process is incredibly strait forward; therefore, we will not spend time discussing.
Tip 2: Casting Your Net (Step Three Ad Set)
As with any marketing tactic you want the right people, at the right time, in the right place. Many marketers generate a report on their website traffic and are impressed with the number of visitors they had. However, if the number of visitors continues to increase and the number of conversions stays the same or drops, then how you’re driving traffic to your site isn’t working.
Finding the right audience may be a process of trial and error. Facebook offers a great set of tools to help target your ad campaign by leveraging data Facebook collects in regards to, behaviors, demographics, age, connections, language, and location (to name a few).
Before making your selections, we recommend brainstorming what your perfect customer is or will be. Don’t think of going after a group of people, but an individual; who is your ideal customer? Jot down a few characteristics of this person. Some common questions to answer and a good place to start:
• Are they male or female
• What age range do they fall into
• Where do they live
But let's go deeper:
• Are they single, married, divorced, or widowed
• What type of profession and title do they have
• What’s their annual income
Once you have this information, selecting your targets in Facebook will be easier, and you’re almost guaranteed a stronger result.
It’s important to note, sometimes we think we know who are customers are but then we don’t. The world is a big place, and Facebook has people from all walks of life using their platform. You may have a product or service that fills a need to demographic that you never thought possible. Stay open minded and over time tinker with your audience.
Tip 3: Placements and Budget
Where your ad lives within the Facebook ecosystem is important. Imagine going to all the work of creating a great ad and then purchasing a billboard that’s on a dead-end street where no one will ever see it. The Placements feature is designed for your ad to be seen and clicked.
Facebook offers and recommends, Automatic Placements. Based on the objectives, and the audience you select Facebook chooses how to serve your ad to their users. We do mostly Facebook and Instagram ads so we like to manually edit placements.
Every good business decision is rooted in a reasonable budget. Facebook Ads is defaulted to charge you every time someone clicks on your ad, PPC (Pay Per Click) is a standard method used in digital marketing.
When trying to figure out your budget, ask yourself how much a sale costs when implementing other marketing tactics.
Let’s use Julie again to demonstrate:
Julie sells her jewelry at a monthly craft show. Entry into the show costs $350, on a good day she sells to 50 people. Julie’s average cost-per-sale based on entry to the event is $7.
When Julie is budgeting for Facebook Ads, she sees that the average click will cost her $11, and at first glance, this seems high. But considering that once her campaign is created, it's considerably less work and time commitment compared to setting up and hosting her booth all day.
Budgets are set with a daily limit, and campaigns can be configured to run at certain times of the day or days of the week to maximize spend.
Tip 4: Creating Your Ad
Facebook offers four different formats to display your ads, Carousel, Single Image, Single Video and Slideshow.
We recommend Carousel, since it allows you to show your product in multiple angles. The Single Video is also a good option. Think about an entrepreneur with their new ‘smart luggage’ they’re bringing to the market. Seeing a video of what makes the luggage ‘smart’ would have the greatest impact in that case.
The HACK: Under Destination, Facebook allows you to ad a URL. Add your Primo Link here. Then add your Headline, catch copy in Text, and Shop Now call-to-action and your ad is ready.
Congratulations, your Facebook ad is now up and running. The best way to measure and improve upon your success is to test, test, and test.
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